The Effect of Processing Mode on Unconscious Thinking

This study contributes to ongoing research on unconscious thinking by investigating how specific processing modes affect the positive effect of some moments of distraction between the presentation of product information and the evaluation of these products. The findings of the current study provide evidence that distraction only affects product evaluations when consumers are motivated to form overall, distinct product evaluations. More specifically, results of two experiments show that distraction enables consumers to distinguish more from less favorable product alternative when consumers have a chronic tendency or are externally motivated to engage in configural processing.


Davy Lerouge (2007) ,"The Effect of Processing Mode on Unconscious Thinking", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research.


Davy Lerouge, Tilburg University, the Netherlands


E - European Advances in Consumer Research Volume 8 | 2007

Share Proceeding

Featured papers

See More


Crime and Punishment through the Political Lens: How Liberals Forgive, and Conservatives Punish Ethical Brand Users

Thomas Allard, Nanyang Technological University, Singapore
Brent McFerran, Simon Fraser University, Canada

Read More


The Impact of Childhood Exposure to Interparental Conflict on Consumer Response to Online Reviews

Mengmeng Liu, Chinese University of Hong Kong, China
Maureen Morrin, Temple University, USA
Boyoun Grace Chae, Temple University, USA

Read More


Shopping for Freedom: Moroccan Women's Experience in Supermarkets

Delphine Godefroit-Winkel, Toulouse Business School, Casablanca Campus
lisa penaloza, Kedge Business School
Sammy Kwaku Bonsu, Ghana Institute of Management and Public Administration

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.